Online impulsive and compulsive buying behavior in Vietnam

This study aims to investigate the factors contributing online impulsive and compulsive buying behaviours among Vietnamese consumers, given increasing prevalence of shopping. A survey 562 participants (104 offline 548 online) Partial least squares structural equation model (PLS-SEM) were recruited empirically examine proposed research model. We found that (1) Performance Expectancy, Facilitating Conditions, Social Influence, Effort Expectancy Stimulus shared positive relations with Online Buying Intention; (2) Scarcity posed significant impact on both Impulsive Compulsive Behaviors; (3) Intention was only a key determinant Behavior; (4) proved be predictor Behavior. By integrating Unified Theory Acceptance Use Technology (UTAUT) Stimulus-Organism-Response (SOR) framework, revealed meaningful underlying mechanism regarding how consumers’ technological acceptance, platforms’ stimulus, scarcity can motivate their actual purchasing behaviors in prevalent settings. Platform designers should offer more usefulness conveniences increase intentions, while marketers consider as focal point strategies.